The Coca-Cola Company is the world's leading and best known drinks supplier. Its mission statement is:
'The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business.'
Primarily, consumers associate Coca-Cola with its best known drink. However, the Company also continually develops its product range to meet everyone's needs.
A company has a portfolio of products; a product range. These products will be at different stages of their product life-cycle; some will be newly launched, some will be experiencing substantial growth, while others will be holding on to their position in mature markets. The aim of Coca-Cola is to ensure that its product range offers something for every occasion, for any time of day, for every consumer of its products.